For those unfamiliar with the term Twenty 20, it is an abridged yet exciting form of one-day cricket, a popular game around the world. The shorter version of the game is now the center of attention in India since the country emerged champions in the recent tournament at South Africa in September 2007. India beat challengers like Australia, South Africa and Pakistan, an arch rival and the losing finalist, to lift the trophy.
One can draw a parallel with Twenty 20 and internal communications by relating to the pace, format and interesting facets of this game. I feel internal communication professionals can learn a great deal by understanding the triggers that make this game a resounding success.
Keep it short and sweet: To begin with, the term ‘Twenty-20’ sums up the game succinctly well. Each team gets to play 20 overs a side as against the usual 50 over which the limited overs game allows. It is easy off the lips and derives a lot of energy appealing to all age groups. Is there a lesson for creating easily understandable names for better recall? Do we design our communication to appeal to the skeptics and the skimmers?
Package the message to suit the attention span: The Twenty 20 format is crisp – does not take more than 3 and half hours to complete a match. In this age of shorter attention spans, that is definitely a boon. The packaging (‘Kerry Packer’ style colored dresses and cricket balls), timing of the event (held in the evenings – also made it easier for those in the sub-continent to watch it conveniently), the on-field branding (dancers and music) created an overwhelming attraction to the spectacle. Relating it to internal communication, a neatly packaged mailer or a brochure helps you win half the battle in terms of grabbing eyeballs and ensuring there is acceptance to the message.
Settle for a result: Unlike its earlier avatar, twenty 20 expect a result out of every match. So even if there is a tie, the teams end up playing the ‘bowl-out’ to get a result. Can internal communications similarly build in similar elements into our communication deriving a metric to be measured even for a simple mailer campaign?
Closer to the action: The tournament allowed audiences to get closer to the action with impromptu interviews with the players while the match was in progress. Something unheard of and frowned upon in the longer format of the game. The cameras captured action both on and off the field throwing color to the match fixtures. There were near-field interviews which gave viewers an on-the-spot perspective on the game. Can internal communications also provide the depth which readers seek with information? Can we get them a more personalized version of the sender and the inside story?
Thinking on your feet: While the shorter format expects the player to score quickly or be aggressive on the field, it also focuses on quick thinking as a strategy. If a batsman is running amok, will rotating a bowler slow the run glut? If a bowler is displaying tenacious length, can you outfox him by shifting your stance? All in those split seconds! To sum up, like in Twenty 20 cricket (where the post match ceremony is also as short and sweet!), internal communicators can pick up tips from this fascinating new format of cricket by observing the finer points on branding, speed, flexibility, quick thinking and understanding the recipient of the messages.
